Research On The Influence Of Online Game Spokespersons And Player Identity On Teenagers' Game Behavior

With the advancement of Internet technology,the online game industry has flourished,and the industrial value and number of players have continued to grow.At present,academic research on the game behavior and emotional value of young people is limited,and research and research are independent of each other,lacking linkage research.Based on the perspective of online game players,this study explores the connection between celebrity endorsements of online games,the identity of players and behaviors.Firstly,this paper reviews the current research status of online games,identity,celebrity endorsements and player game behaviors,constructs dimensional models of identity,celebrity endorsements and game behaviors,and proposes hypotheses.Based on the research of domestic and foreign scholars,the questionnaire of this study is designed.The SPSS22.0 software was used to carry out reliability and validity analysis,correlation analysis,regression analysis and analysis of the survey data to verify the hypothesis.The research results show that the celebrity endorsement effect,the number of endorsements,professionalism and image attractiveness will not affect the player's game willingness and game viscosity,but will affect the player's deep game behavior,the credibility factor positively affects the player.The game's willingness and viscosity,but negatively affecting the player's deep game behavior.The individual identity of the player as a sense of identity and the group identity as a group have a significant influence on the player's game intention,game viscosity and deep game behavior.In addition,online game players are most exclusive to the spokesperson of the real star class,the client online game players prefer the network celebrity type spokesperson,and the mobile game players are keen on the virtual character type spokesperson.According to the research results,combined with the development of online games and marketing status,this research puts forward some suggestions from celebrity endorsement marketing,community identity construction and maintenance,which can be used by game companies and related industry personnel for reference.